Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


$41b Tourism Goal Relies On Improving Visitor Experience

News Release 24 March, 2014


$41b Tourism Goal Relies On Improving Visitor Experience


New Zealand will struggle to achieve the Tourism Industry Association (TIA) aspiration of $41billion in earnings by 2025 unless businesses get serious about improving visitor experiences, says an industry training specialist.

Chris Bell, a director of Customer Experiences NZ (CENZ), says TIA's newly released national tourism plan correctly identifies the need for continuous development of visitor experiences across all sectors of the tourism market.

"However, there is presently an over-emphasis on customer service development for front-line staff and not enough for thousands of other staff who plan and provide services to a fast-changing demographic of visitors," he says.

"The TIA plan has high expectations for tourist growth from China, yet this puts a huge onus on local operators to upskill people in order to meet or exceed visitors' expectations.

"Without a vertically integrated industry strategy for improving our service and satisfaction levels, revenue growth will be restricted and the plan's potential will not be realised."

Mr Bell says the three key benefits of enhancing visitor experience are higher in-country spending, repeat visits and word of mouth recommendations.

"In recent years the industry has not fully capitalised on these growth drivers, relying too heavily on marketing and sales to attract ongoing business.

"What is urgently required now is a commitment by all tourism businesses – both large and small – to clearly understand the needs and expectations of tomorrow's visitors."

He says the same imperative applies to regional tourism offices and industry training organisations, just as for commercial tourism operators across New Zealand.

"Industry players everywhere need to match offshore marketing initiatives with equal attention to service delivery and quality of experience for all visitors, regardless of nationality.

"Tourism businesses committing time and resources to these needs will boost their commercial prospects as well as the industry's performance as a whole."

CENZ provides tourism operators with training modules and on-line services for improving visitor experiences.


ends


© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Scoop Business: Alex Swney Pleads Guilty To $2.5M Fraud Charge

Alex Swney, former chief executive of the Auckland city centre business association Heart of the City, has pleaded guilty to dishonestly using documents to obtain $2.5 million. More>>

ALSO:

Petrol Burns Prices: Second Consecutive Quarterly Fall For CPI

The consumers price index (CPI) fell 0.3 percent in the March 2015 quarter, following a 0.2 percent fall in the December 2014 quarter, Statistics New Zealand said today. The last time the CPI showed two consecutive quarterly falls was in the December 1998 and March 1999 quarters. More>>

ALSO:

Scoop Business: NZ Broadcasters Launch Battle Against Global Mode ISPs

New Zealand broadcasters have confirmed they’ve launched legal proceedings against internet service providers who give customers’ access to “global mode”, which allows customers access to offshore online content, claiming it breaches the local content providers’ copyright. More>>

ALSO:

Sanford: Closure Of Christchurch Mussel Processing Plant Confirmed

The decision comes after a period of consultation with the 232 staff employed at the Riccarton site, who were told on 9 April that Sanford was considering the future of mussel processing in Christchurch. Recent weather patterns had impacted on natural spat (offspring) supply... More>>

ALSO:

Price Of Cheese: Dairy Product Prices Fall To The Lowest This Year

Dairy product prices fell in the latest GlobalDairyTrade auction, hitting the lowest level in the 2015 auctions so far, as prices for milk powder and butter slid amid concern about the outlook for commodities. More>>

ALSO:

Houston, We Have An Air Route: Air New Zealand To Fly Direct To The Heart Of Texas

Air New Zealand will fly its completely refitted Boeing 777-200 aircraft between Auckland and Houston up to five times a week opening up the state of Texas as well as popular nearby tourist states such as Louisiana and Florida. More>>

ALSO:

Scoop Business: Reserve Bank’s Spencer Calls On Govt To Rethink Housing Tax

The Reserve Bank has urged the government to take another look at a capital gains tax on investment in housing, allow increased high-density development and cut red tape for planning consents to address an over-heated Auckland property market. More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news